'Can’t imagine life without Apple': CEO Tim Cook shuts down retirement rumours

"You either die a hero or live long enough to become the villain". The line is often used to describe leadership arcs and now it is beginning to echo in conversations around Apple's CEO Tim Cook.

But if there’s a choice, Cook is making it clear that he isn’t going anywhere.

"I love what I do deeply. Twenty-eight years ago, I walked into Apple, and I’ve loved every day of it since," the CEO said on ABC's Good Morning America, dismissing retirement speculation. He added that he "can't imagine life without Apple".


Cook’s clarification comes in the run-up to Apple’s 50th anniversary on April 1, for which the celebrations have already begun.

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A turbulent stretch at the top

The timing of Cook’s intervention is notable. Apple has seen an unusual wave of senior-level disruption with the exit of AI chief John Giannandrea, the departure of its top lawyer and a key design executive within a week in December, and uncertainty around chip chief Johny Srouji, who had reportedly considered leaving.

The shake-up has sharpened scrutiny of whether Apple’s leadership structure — long anchored in Cook’s operational strengths — is suited for an era increasingly defined by AI breakthroughs.

At the same time, the company is navigating a critical product cycle. Apple is expected to roll out its first foldable iPhone and AI-powered glasses this year, while still needing to deliver on a revamped Siri experience that slipped past its 2025 deadline. Its recent deal with Google to integrate Gemini into iPhones has further intensified debate about reliance on external AI platforms.

Analysts: time for a transition?

LightShed Partners analyst Walter Piecyk warned in December that Apple risks “surrendering AI to Google,” arguing the partnership could ultimately strengthen Android’s ecosystem.

According to Bloomberg, Piecyk and colleague Joe Galone last year said that Apple may now need a more product-focused CEO, given the strategic importance of AI. They pointed to underperformance versus peers like Microsoft and Meta Platforms in 2025, and warned that “missing on AI could fundamentally alter the company’s long-term trajectory.”

Piecyk has also suggested 2026 could be an opportune moment for Cook to exit, allowing him to leave on a high, with shares near record levels and a strong upgrade cycle ahead.

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Succession quietly taking shape

Behind the scenes, however, Apple appears to be laying the groundwork for a future transition on its own timeline.

Bloomberg also reported that hardware chief John Ternus has seen his role expanded to include oversight of design, a move widely interpreted as positioning him as a leading successor. The job carries symbolic weight inside Apple, given the company’s historic emphasis on design dating back to Steve Jobs and former design chief Jony Ive.

Ternus, now described internally as an “executive sponsor” for design, is being exposed to broader parts of Apple’s operations — a sign that Cook is actively grooming next-generation leadership. Other potential contenders include new COO Sabih Khan, who now occupies the same role Cook held before becoming CEO.

Still, Bloomberg notes that there are no immediate signs that Cook is preparing to step down. When he eventually does, he is expected to remain involved, potentially as chairman.